creating sharability - how to create features in your product that encourage social sharing
DESCRIPTION
If you want to generate traffic through social media, you need to give users something they'll want to share. ("Lightning Talk" presented at SF Growth Hacker meetup.)TRANSCRIPT
Creating SharabilitySF Growth Hacker Social & Lightning Talks
July 10, 2013
Ehren Reilly@ehrenreilly
Growth hacker since 2005Product manager for several B2C startups
Currently founding member of the organic growth team at IAC
Social Sharing
Good news: Highly effective marketing for $0!
Bad news: You can’t do it on your own. You need your users to help you. Almost no one will share your product just because it’s an awesome product.
MOAR buttons ≠ social sharing growth strategy
Sharing for No Reason? • Don’t just stick a
share interface into your product.
• Think about the value proposition for the user.
• Would you share this thing?
Who Will Do Your Social Sharing Work For You?
People who use and like your product
Fans who really want to
promote your product via
social sharing
People who share stuff just because it’s cool.
People who use and like your product
Fans who really want to
promote your product via
social sharing
People who share stuff just because it’s cool.
Just be awesome
Make your stuff more sharable
Viral marketing
What Motivates People to Share?
1. Economic benefit2. Self-expression & self-promotion3. Social capital4. Utility & communication
Economic Benefit
• Access new content• Earn points/currency/status• Affiliate referral bonus
Self-expression & self-promotion
• People don’t want to share your stuff.
• People want to share their stuff.– Playlists– Users’ own user-
generated content– Custom created
merchandise
Self-expression & Self-promotion
• User-generated quiz site Quibblo.com• Doubled sharing rate and tripled
referral traffic from Facebook with one small change to sharing process.
• “Share this quiz” “Share your result”
Social Capital
• People want to be cool and in-the-know.
• Give sharers something that will entertain or delight their peers.
Utility & Communication
• Give people a message they want to tell others about.
• Present your share tool at the time they want to communicate that message.